This study aimed at exploring the impact of using the artificial intelligence in marketing banking services within the banks operating in Bethlehem. The study adopted a quantitative methodology, utilizing a questionnaire as its tool. A sample of 50 employees, working across 18 banks and their branches in the Bethlehem Governorate, was selected. The data was analyzed using SmartPLS software. The study concluded that artificial intelligence plays a vital and influential role in enhancing various aspects of marketing strategies, including promotion, service, pricing, and marketing place. The study recommended further research to confirm its findings by using both the study's models and new models that were not included in the current study. Additionally, it emphasized on the need to increase focus on the applications and the tools of artificial intelligence tools and techniques in marketing banking services activities and to develop training programs for bank employees and other companies in Palestine on the subject of artificial intelligence. The study also recommended that future research should include broader categories and new geographical areas that was not covered by this study.